You Sell Online and by Phone
You’d rather have one joined record than one tool for orders and another for calls.
Compare
Choose Attribution Software Around How Your Customers Buy
Attribution tools solve different problems. The right choice depends on where your sales happen, so here’s an honest way to compare them.
The Options
Three Types of Tool
- Ecommerce attribution platforms, such as Triple Whale and Northbeam, are built around online stores and media measurement.
- Call and lead tracking tools, such as WhatConverts, Infinity and Mediahawk, are built around phone calls and enquiries.
- Revenue attribution tools, such as Ruler Analytics, connect marketing and calls to CRM revenue.
OneTruth is one platform for ecommerce, lead generation and calls.
Side by Side
How OneTruth Compares
| Capability | OneTruth | Triple Whale | Northbeam | WhatConverts | Infinity | Mediahawk | Ruler Analytics |
|---|---|---|---|---|---|---|---|
| Online orders and revenue after refunds | Native / core | Native / core | Partial Refunds not documented | Partial Refunds not documented | Partial Sales tracked, refunds not mentioned | Partial Sales matching only | Partial Ecommerce tracked, refunds not mentioned |
| Phone call tracking | Native / core | No clear equivalent | No clear equivalent | Native / core | Native / core | Native / core | Native / core |
| Forms, email and chat enquiries | Native / core | Partial Forms only, custom setup | No clear equivalent | Partial Forms and chat | Partial Forms/goals, chat unconfirmed | Native / core | Partial Forms and chat |
| Sale values from your CRM or booking system | Native / core | Partial API upload only | No clear equivalent | Partial Quote and sale values | Native / core | Native / core | Native / core |
| Five attribution models side by side | Native / core | Native / core | Partial Multi-touch; models not listed | Partial Multi-click only | Native / core Premium plans only | Partial First/last click confirmed | Partial Several models |
| Call recordings, transcripts and AI summaries | Native / core | No clear equivalent | No clear equivalent | Partial No AI summaries listed | Partial No AI summaries listed | Partial No transcripts listed | Partial Recordings only |
| Conversions sent back to Google, Microsoft and Meta | Native / core | Partial No Microsoft | Partial Meta only | Native / core | Partial Google and Microsoft | Partial Google only | Partial Google and Microsoft |
| Insights and AI answers from your own data | Native / core | Native / core | Partial ML modelling, no AI chat | Partial AI lead analysis | Partial Call analytics only | Partial Call analytics only | Native / core AI Analyst, top plan |
- Native / core
- Partial
- No clear equivalent
Competitor information last verified: November 2026
Checked against each vendor’s own website. “To be verified” means their public pages don’t say either way. Features change often, so check the latest with each vendor.
More Than a Report of What Happened
Even if you only sell online, OneTruth goes past attribution: actionable insights that flag what’s changed and what to do next, OneTruth AI to answer your questions, and a growing set of marketing tools for audits and recommendations.
Before You Choose
Questions to Ask Any Vendor
- Where does my final revenue live, and how will you connect to it?
- What happens when a customer calls instead of buying online?
- How do you share credit across a journey, and can I compare models?
- What happens if a tracking number pool runs out, or someone calls a saved number?
- How are refunds and cancelled orders handled?
- What do you send back to Google, Meta and Microsoft?
- What do you leave as unknown, rather than guess?
FAQs
Frequently Asked Questions
Is OneTruth Better Than Other Attribution Tools?
It depends on what you need. We’d rather show you how OneTruth works with your own setup, and let you judge for yourself.
Can I Keep My Current Call Tracking Tool?
You can trial OneTruth alongside it, but OneTruth includes call tracking, so most businesses wouldn’t need both for the long term.
Can You Help Me Compare?
Yes. Book a demo, tell us what you use now, and we’ll be straight about where OneTruth would and wouldn’t be a fit.
Compare OneTruth With What You Use Today
Bring your current reports and questions, and we’ll go through them together.